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Supermarket chain E-mart and K-pop powerhouse SM Entertainment announced Sunday that they would be giving a joint concert this Tuesday.
The concert will feature SM artists and overseas DJs alongside Electro Man, the mascot of Emart’s electronics brand Electro Mart.
To fit the dynamic image of Electro Mart, the concert is more specifically a collaboration with SM’s electronic dance music label ScreaM Records.
The announcement marks an upgrade in the collaborative efforts between the two companies from physical goods to cultural content. In March, E-mart and SM Entertainment released a collaborative line of food products named after popular SM artists.
This shift will allow E-mart to establish itself as a brand that brings together shopping and entertainment for a fuller customer experience, according to E-mart’s marketing executive Jang Young-jin.
“E-mart will continue to lead the life-share trend with new stores, products, and culture that integrates shopping and entertainment,” he said in a statement.
Electro Mart is well-suited for that integrated theme. The retailer is focused solely on electronics, with stores that feature experience zones where consumers can try out the latest products, and specialized areas for premium products or Apple products.
The collaborative concert will take place on Tuesday at 9 p.m. at the Atrium in Times Square, in Seoul. Electro Mart will open its third branch at E-mart Yeongdeungpo that same day.
By Won Ho-jung (hjwon@heraldcorp.com)
